Chatbots: understanding the sector that is revolutionizing brand & consumer communication

Chatbots: understanding the sector that is revolutionizing brand & consumer communication

By | Audience Intelligence | Influencer Marketing | No Comments

Chatbots: understanding the sector that is revolutionizing brand & consumer communication2018 is the year of consolidation of chatbots and their application in diverse and wide ranging sectors of the economy. Intelligent conversation systems are no longer a trend but an undeniable reality: chiefmartec.com has included it in its Marketing Technology Landscape Supergraphic 2018.

This year, LiveChat & Chatbots has emerged as a new sector (within the Social & Relationships category) encompassing almost 100 new platforms. “Both text-based and voice-based chatbots have had an incredible year of innovation and adoption, and I’m sure that this is just a prelude to a spectacular 12-24 months,” says Scott Brinker, author of the study. Read More

How to use social data for competitor intelligence (II): understanding performance and leaders

How to use social data for competitor intelligence (II): understanding performance and leaders

By | Competitive intelligence | No Comments

How to use social data for competitor intelligence (II): understanding performance and leadersWe are continuing our series of articles about the best way to use social data in the competitive intelligence field. With this information and insights the performance of competitors are provided, and help us to discover the strongest companies in the industry.

As we are in the midst of the World Cup, we are continuing to explore the possibilities of social data for competitive intelligence analysis, focusing on one of the main sponsors, McDonald’s. Read More

You have to be in social networks, but what role do they play in marketing strategy?

You have to be in social networks, but what role do they play in marketing strategy?

By | Consumer Insights | No Comments

You have to be in social networks, but what role do they play in marketing strategy?This is a guest post written by Tristán Elósegui, founder and marketing consultant at Matridiana.

Social networks are constantly evolving. Their role in a marketing strategy has changed over time.

From the very beginning, companies have searched for ways to use social networks as one more sales channel in their marketing strategies. Given the difficulty of finding a direct path to sales, many avenues have been tried, but with sales always in mind.

This is logical, companies survive on sales and not the number of followers of their social profiles.

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Understanding Martech niches (from chiefmartech.com): PR

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Photo by Jeremy Galliani on Unsplash

It is unlikely anyone would think the industry of Martech is “easy” and “understandable”. The Martech industry is ever changing: new media channels constantly emerging, new software categories, new tags, and new roles almost every day!

At Audiense we asked ourselves two questions, how can we contribute to the Martech community with helpful info? How can we internally continue to shape the direction of strategic thinking for the Martech industry in a way we continuing eating our own dog food and using Audiense Insights?

In this series of blog posts, we aim to do this by analyzing niche software categories and understand their audiences better, suggest the top publications, micro-influencers and other useful information for each of them

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The Most Influential Players in Advertising [Cannes Lions 2018 Analysis]

The Most Influential Players in Advertising [Cannes Lions 2018 Analysis]

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The Most Influential Players in Advertising [Cannes Lions 2018 Analysis]One of the most notable moments of the recently concluded Cannes Lions festival was the reaction of some brands against bad practices in influencer marketing, highlighting not only companies and influencers but also platforms that operate in that market.

Audiense is part of this ecosystem and we are committed to relevance in influencer marketing; much better a few niche influencers linked to the target audience than a celebrity with millions of followers but little or no engagement with the brand. “I’d rather not just use influencers, but the people that use our products be the people we market”, said in Cannes Samsung CMO, Marc Mathieu. Read More

How to use social data for competitive intelligence (I): identifying relevant competitors

How to use social data for competitive intelligence (I): identifying relevant competitors

By | Competitive intelligence | No Comments

How to use social data for competitive intelligence (I): identifying relevant competitorsOn innumerable occasions we’ve talked about the valuable consumer insights that can be extracted from social data. Within what might be called “social intelligence”, the knowledge and insights obtained can be applied to very different areas within a business. Today we begin a series of publications in which we’ll break down how to make the most of social data in the field of competitive intelligence. Read More

4 ideas to apply personality insights to content creation

4 ideas to apply personality insights to content creation

By | Consumer Insights | No Comments

4 ideas to apply personality insights to content creationAs we saw a few weeks ago, content creation is one of the strategies which is most used by company marketing departments (91% of B2B professionals and 86% of those in the B2C sector use it). With these figures in hand, it’s easy to see that making your content stand out amongst the huge number of pieces which consumers are exposed to is an increasingly difficult task.

And it’s not, as you might imagine, about creating more content. It’s about connecting and serving. We talk about relevance and for something to be relevant, personalization is key. So, what’s the good news? The time when market research consumed a lot of time and money using small samples has come to an end. Currently, social data allows us to obtain very specific insights from the analyzed audiences, whether large or small, with just a few mouse clicks and at low cost. Personality insights are an example of the type of insights that can be obtained at scale. Read More

Insights activation (III): how to validate the results of your marketing campaigns using social data [with case study]

Insights activation (III): how to validate the results of your marketing campaigns using social data [with case study]

By | Consumer Insights | Influencer Marketing | No Comments

Insights activation (III): how to validate the results of your marketing campaigns using social data [with case study]This week we publish the last post in this series about insights activation. After the articles on how to activate consumer insights extracted from social data in the pre-campaign phases, and in the production and execution of marketing campaigns, today we’ll talk about how to implement this information and knowledge in the post-campaign phase.

Once a campaign is finished it’s time to analyze and evaluate the results obtained with the marketing actions you carried out. Has it been a successful campaign whose objectives were achieved? Did it impact on those audiences identified in the pre-campaign phase? Read More

You talk, we listen: a bunch of improvements!

[Product Update] Our new developments!

By | Audiense News | New Features | No Comments

[PRODUCT UPDATE] New Features  It’s time for another product update! We are here to let you know about all the new features and developments that have been going on behind the scenes at Audiense over the past few weeks off the back of all your valuable feedback!

Keep reading to discover all the improvements we have made with you in mind. Make your marketing decisions easier and your campaigns more effective with… Read More

[Agency Guide] How to create smarter campaigns using social data

[Agency Guide] How to create smarter campaigns using social data

By | Consumer Insights | No Comments

[Agency Guide] How to create smarter campaigns using social dataOver the last two years, there has been an increase of 20% in the number of companies paying for digital analytical support and consulting according to Econsultancy. This increase in demand creates an opportunity for agencies to add value to the services they make available to prospective clients.

However generating new business is not the only outcome as a result of the digital shift, customers expectations have also evolved. The new challenge agencies face is how to action data collection and integrate it within campaigns effectively. Read More